With the help of upper funnel pre-heat analysis (e.g., Social conversations, Google Searches, Internal searches) you are able to give an indication and build hypotheses on how later product launches will perform. This methodology is not only valuable to for future sell-out predictions and allocation planning, but also helps to support an active leak management in the marketing landscape. In this session Dr. Franziska Engelhard will give you insights how pre-heat analysis is used at adidas.